How to Run a Reliable Event? 8 Unavoidable Hurdles in Event Execution!

What is event operations?

Event operations refers to the use of events to operate different products, projects, or goods. It encompasses event planning, event execution, and the integration of related products, as well as post-event feedback. This forms an overall industry chain, or an execution chain.

Many event companies have a broader definition of event operations. Here, I focus on a narrower scope (mainly offline events), which is more practical for hands-on work.

How to run a reliable event? 8 unavoidable hurdles in event execution!

In operations, events are like a birth mother.

1 Why do we run events?

There are four main reasons:

First: Attract new potential users

This is the goal of most events: to acquire new users.

Potential users are numerous and can be categorized into groups such as students, homemakers, white-collar workers, singles, travel enthusiasts, or pet lovers.

How to run a reliable event? 8 unavoidable hurdles in event execution!

As the saying goes, birds of a feather flock together. We can use events to gather target users of the same category, allowing them to learn about the product more directly and deepen the connection between users and the product.

This product includes all clients, whether it be ideas, goods, projects, or new internet products.

Second: Maintain and engage existing users

Our ultimate goal is to create an opportunity for existing users to communicate and interact with each other, and to build closer relationships between users and our staff or product-related personnel.

How to run a reliable event? 8 unavoidable hurdles in event execution!

There are various formats, arranged according to user levels. A common one is the year-end party, where many companies invite users to an annual meeting to thank them for their support over the past year. At appropriate times, themed parties are also held, such as Singles' Day parties on November 11, or World Cup parties during the tournament. These are opportunities to gather and build relationships.

If there is commercial sponsorship, there are even more formats, such as self-driving tours or group trips to a destination.

Another format combines user acquisition and maintenance: sharing sessions where we invite influential users to give talks, providing them with promotion or sponsorship in return, while leveraging their influence to attract new users. There are many variations.

Third: Quickly improve operational metrics

Event participants are typically target users who have some interest in the product.

If the event is sales-oriented, it can boost product sales. If it is for user acquisition or product iteration, it can improve conversion rates. With excellent communication, it can easily take off, riding the wind of the Pacific.

How to run a reliable event? 8 unavoidable hurdles in event execution!

As Lei Jun said, if the wind is strong enough, even a pig can fly. Communication is that wind, and it is very important. I will discuss this later.

Fourth: Enhance and shape product image

Events are very intuitive and participatory. For new product launches, updates, or sales, combined with the attributes of invited guests and good publicity, they can quickly expand the event's influence and shape the product's image.

How to run a reliable event? 8 unavoidable hurdles in event execution!

We often see celebrity endorsements, such as Li Yuchun for Gucci. Endorsers can align with the product's key points, indirectly shaping the product's image and adding soft power.

2 How to run a reliable event?

Our goal is to avoid boring, long-winded events and instead create reliable ones.

While an event is not simple, it is not extremely difficult either. By understanding two principles—the ICE principle and the 3W principle—it is not particularly hard to create an event that delights clients and satisfies bosses.

The ICE principle consists of three parts:

I = Idea

C = Communication

E = Event Execution

The 3W principle is well-known: Who, When, Where—people, time, and place. These are also the three elements of news.

How to run a reliable event? 8 unavoidable hurdles in event execution!

1) ICE Principle

Idea

How to run a reliable event? 8 unavoidable hurdles in event execution!

Idea is the soul of an event—your creativity and thoughts.

A good event is not just about going through the motions and ensuring everything is done. The key is to focus on and highlight the core theme, such as user acquisition, brand promotion, user maintenance, sales, or thought leadership.

There must be a clear theme that leaves a lasting impression. Otherwise, no matter how lively or luxurious, it will be fleeting, leading to a common pitfall: losing focus. If you try to do everything, you achieve nothing. One or two highlights that focus communication is enough.

Here are two small examples:

How to run a reliable event? 8 unavoidable hurdles in event execution!

This image shows four product launches with the same format, typical of internet companies like Apple or Xiaomi. Their main creativity lies in product uniqueness and fan or user relationships.

Thus, they do not focus on format; the style is simple and direct, with emphasis on product functionality. This aligns with user or fan expectations, leveraging word-of-mouth for promotion.

This type of event is very common; most events or launches that go viral on social media are of this kind, such as Lei Jun's Xiaomi 5 launch, Apple's annual events, Luo Zhenyu's year-end speeches, and Luo Yonghao's stand-up comedy. This year, Luo Zhenyu and Luo Yonghao did a long interview, edited to over 7 hours, which is worth studying.

How to run a reliable event? 8 unavoidable hurdles in event execution!

Fashion or celebrity-oriented events, or those featuring celebrities, typically focus on a "fashion theme" core.

In summary, regardless of the event type, clarifying goals and defining the theme are the top priorities.

Once the theme and main creativity are established, do not be greedy. An event only needs one or two memorable highlights. Attendees and subsequent coverage usually discuss a single highlight; too many highlights cause loss of focus, equivalent to doing nothing.

Communication

How to run a reliable event? 8 unavoidable hurdles in event execution!

Communication is the core of an event. We examine it from seven points.

First: Thought/Theme direction

This includes venue decoration pointing in the same direction, such as a specific innovation or style—retro, flashy, swimsuit party, World Cup, etc. Details like on-site decor, attire, gifts, and slogans all point in the same direction, leaving a clear impression and aiding subsequent communication.

Second: Guest speeches

Avoid boring script reading or PPT recitation. The sharing guests should be relaxed, conveying messages that are friendly, authentic, vivid, and humorous, with ideas that resonate. Humor is most important because it energizes the audience.

Sometimes a humorous joke is better than a lengthy speech, but it is important to gauge the appropriateness of the joke; for example, jokes like those by certain individuals are not ideal.

Third: PR and publicity

This is communication in the narrow sense. Before inviting media or KOLs, prepare PR articles, event flow guides, company or new product introductions, interesting souvenirs, and media fees.

At check-in, provide these materials to the media. As content publishers, the most important aspect in communication is timing; no one wants their product updates leaked early. Nowadays, electronic press kits are common, including photos from the event.

Fourth: Interviews and displays

During the event, you may use the term "pitch," meaning to win something for free, not bought.

Securing interviews with important media or self-media is crucial because press releases often aim for quantity, but content may lack focus and highlights, leading to poor organic sharing. In contrast, exclusive interviews are in-depth and are published by professional self-media or major outlets with specific audiences, making them more targeted. Combining both is best for communication.

Fifth: Article publication

Publishing articles to the media maximizes their spread. Our post-event staff is responsible for following up and reviewing articles.

This is a test of negotiation and emotional intelligence, as you need to communicate with the media to achieve comprehensive coverage within the optimal communication period. Only when the public receives the correct information has the event achieved its purpose.

Sixth: Secondary communication

If PR article distribution does not achieve the final goal, then seed information that triggers a topic or public discussion, leading to natural user sharing, is excellent.

Examples include hunger marketing for iPhone and Xiaomi 5; such launches are secondary communication strategies.

Seventh: KPI

For any event, including communication activities, a final review requires a KPI. Metrics may include Baidu Index, Weibo Index, Weibo topics, WeChat Index, and in the advertising industry, there are unified standards for PR value calculation. You can query these and provide feedback.

Event Execution

How to run a reliable event? 8 unavoidable hurdles in event execution!

Event execution is the guarantee. It involves process and details. Note the following:

First: Clear process

All staff must understand the process. Internally, the process should be detailed, down to timing, positioning, backup plans, and personnel replacement.

Invited users and guests should receive an external schedule, so they know what happens and when. If guests are part of the process, they can prepare in advance.

Second: Personnel arrangement

In large events, do not assign multiple tasks to the same person. Having someone handle one task and casually another is not acceptable, as it can lead to missing important segments.

One person per task; if an issue arises, that person is responsible. Each staff member should have contact information for all on-site staff, such as WeChat or phone. Our rule is: always answer calls; never miss one. Keep your phone in hand and carry a power bank.

For small events, like those with 30-50 people, one person can handle a bit more.

Third: Respect time nodes

Time is life; this is quite important.

Fourth: Have a backup plan

Backup plans are not only for participants or guests but also for staff, especially in large events.

Although we strive to minimize the chance of emergencies, we need a safeguard. For events with celebrities, we usually assign two people: one to liaise with the agent and one with the celebrity. These two roles must not be confused. Even if both are present, communicate with each individually.

Fifth: Important rehearsal

This is also for large events with many segments that require precise timing. Rehearsals are usually held two to three days in advance, often in the evening.

All personnel must participate. If a VIP guest cannot attend, can their secretary or agent attend? If not, assign a stand-in for the rehearsal, and that person will stay with the VIP until the event concludes. Rehearsal is crucial.

2) 3W Principle

Where: Venue selection

How to run a reliable event? 8 unavoidable hurdles in event execution!

Venue selection considers several points:

First, capacity: how many people will attend, what venue is suitable, and whether facilities match the budget and event level.

Cost is also important, as are transportation and amenities. Is parking convenient? Is the venue easy to find by taxi for users?

Amenities include dining and accommodation. Also, have a backup plan. Events with many attendees often coincide with popular times or events, so book in advance.

To be safe, consider multiple venues and have backup options.

Who: Participants

How to run a reliable event? 8 unavoidable hurdles in event execution!

This can be divided into several categories. Invited personnel include leaders from the host organization, special guests, media, and opinion leaders (including bloggers, Weibo influencers, and fans).

Staff includes internal employees; large events may require event companies. There may also be a host, and for larger events, ushers, external makeup artists, videographers, and photographers. If general audience is needed, recruit in advance.

Each category needs a responsible person. Important people require more arrangements. Consider the venue: you may need a dressing room, and ensure space for camera equipment.

If ordering meals for staff (our rule: avoid soups as they are inconvenient—a detail), arrange in advance.

When: Time

How to run a reliable event? 8 unavoidable hurdles in event execution!

For events, the timeline is a lifeline. It not only records time but also ties the entire project together, clarifying content, division of labor, and responsibilities.

Industry professionals often have "timeline OCD." For any event, work backward from the event date, allocate time for each part, assign responsible persons, and hold regular meetings to confirm progress.

List current status and next steps to resolve issues.

Large events may require one to two months of backward planning; small events at least one week. Even the smallest event, including communication, may need a week.

How to run a reliable event? 8 unavoidable hurdles in event execution!

Two small examples:

1. LV's fashion shows are particularly elaborate. They follow the ICE and 3W principles well. Each year, they choose venues like supermarkets, spaceships, or the Louvre, using the location to create a talking point among numerous shows, conveying sophistication and attitude. Celebrity and top blogger invitations are also well-executed in communication.

2. 700BIKE's retro rides create a new lifestyle. These events are small, with only dozens of participants, but they have good communication on Douban.

700BIKE has done many events; the retro ride is the most famous, especially among artistic youth. It uses the C in ICE, with excellent secondary communication among similar users.

It captured a point other bike brands missed, and the entire event pointed to retro, a petty-bourgeois or artistic lifestyle, with clear direction in route, bikes, and dress code.

After about three years of retro rides, they started a retro carnival, gradually building the concept.

Another example is an internet celebrity conference that effectively used the 3W principle. The timing was at the end of last year when internet celebrity topics were at their peak. They invited topical figures like Papi Jiang, and the official team planted this communication point early.

Papi Jiang was a clear contrast to typical internet celebrities, a breath of fresh air. This explosive point triggered secondary communication, drawing more attention.

Reliable event execution = Virgo + Scorpio + Taurus. To summarize what makes a reliable execution team: Virgo's meticulousness, Scorpio's decisiveness and assertiveness, and Taurus's stubbornness, persistence, and budget control.

3 8 Unavoidable Hurdles in Event Execution

This is a summary of the previous sections and a distillation of viewpoints:

No.1: Avoid heroism

In the early stages, especially for small events like sharing sessions with 10-20 people, you might think you can handle everything: you know the guests, can invite 20-30 users, and write copy. But while it seems fine, you will find scheduling troublesome, and doing it alone can be frustrating.

One person running an event is not reliable, even if it is simple. If the team can proactively support you, that is great.

No.2: Dictatorship is necessary

Dictatorship is quite necessary. In events like sharing sessions with 30-50 people, there may be difficulties in deciding on guest invitations or other aspects. At such times, be decisive and become a Scorpio.

When everyone is arguing and no one can decide, if you are responsible, you can make the call.

Democracy has drawbacks; elites are few. Do not think dictatorship and heroism conflict; they operate in different scopes and levels, each with its own role.

No.3: To-do list

Creating a to-do list is essential. Not only in event execution, but also for newcomers or those planning events, develop the habit of maintaining such lists, sorted by time nodes for efficiency.

I often tell my team members to develop the habit of opening Excel to record current tasks and progress. This helps us complete tasks better, and it is even more necessary in event execution.

No.4: Backward planning from time nodes

Both large and small events require backward planning. Large events may need to book flights and accommodation for out-of-town guests, possibly two months in advance. Small events, like a weekend sharing session, should be planned at least a week ahead.

Even if the event is on the weekend, you should start creating graphics and confirming guests and theme by Monday at the latest. The next day, confirm with guests. Two days before, promote the event, possibly through major accounts and various groups.

Note: The event is the center; backward planning applies both before and after the event. Do not stop after the event; include post-event feedback and review in the timeline.

Set goals for one, two, and three days after the event, and then wrap up.

No.5: Communication accounts for 50%

How to run a reliable event? 8 unavoidable hurdles in event execution!

Different event types correspond to different communication methods

First, classify events by purpose. There are two main types: one focuses on users, aiming at participants; the other focuses on guests, serving the guests, with users attending to support the guests.

For user-focused events, communication methods include prizes, high-end event style, interesting formats, and guest influence. For example, pick one or two particularly impressive guests and highlight them in promotion. If the venue is upscale, users will be delighted.

Thus, for user-focused events, the main communication directions are prizes, format, interactive guest influence, and venue enhancement.

For guest-focused events, the most important is a sense of occasion. Create a striking image for the guest and promote it in the best places, using all available promotion slots.

The communication must be high-end: use H5 if possible, and write articles instead of images. Tailor the communication to the guest's category. For example, if the guest is from the IT circle, target IT people for sharing, as the event will flood their social media feeds, pleasing the guest.

Creating a highlight to stand out among similar events

You may often encounter similar events. For instance, weekly sharing sessions. How do they stand out?

Among similar events, you need the right communication channel and a compelling headline.

For example, instead of "Islands You Must Visit in Your Lifetime," change it to "Boss, I Quit," which may spread more.

Last week, we held an event called "Youth at 30 Degrees North Latitude," where a travel expert shared his world travels. We changed the title to "We Don't Advocate Budget Travel, But We Don't Discourage It Either," which had a more targeted communication point.

For similar events, many are for brand promotion or market expansion. The key is to plan a communication highlight in the early stages. Combine current online trends and language, find the most attractive point of the event, and vary the channel and format to provide freshness, allowing you to break out from similar events.

Choosing communication methods

Different events have different communication methods. Overall, there are many: mass communication via Weibo, WeChat, major accounts, KOLs; word-of-mouth; interactive H5 pages or games. Choose based on your event.

These channels are powerful. Whether you target all users or a specific category, find the appropriate channels. Timing is also crucial: 7-9 AM, 3 PM, and 9-11 PM to midnight are peak communication periods.

If you invite KOLs, student groups, or other groups to publish, these three time slots yield high reach. This is a useful reference.

No.6: One-to-one execution assignments

One person per task. I have learned this the hard way. Once, due to staff shortage, I assigned two small tasks to the same person, thinking it would be fine, but problems arose.

So I emphasize: assign one task per person. If an issue occurs, that person is responsible; no shirking. If you lack staff, recruit friends or classmates, but do not assign multiple tasks to one person.

No.7: Always have Plan B for important people or segments

This is about backup. Always have a backup for the most important people and segments. Many think everything is fine, but at the last minute, something unexpected can happen.

Even if you are 100% sure, have a Plan B in mind so you can respond quickly.

Most importantly, do not panic; stay calm.

No.8: Creating a sacred trace

This is a small insight from my many event operations.

What is a sacred trace? It is a shared experience that brings us closer and creates a common beautiful memory.

For example, in religion, there is a remarkable event accomplished by a person or group, which others admire. That person becomes a saint, and their deed becomes a sacred trace. Those who participated become very united.

Afterwards, you will find that this group chats in a way that others cannot join. Thus, a religion forms—Christianity, Islam, Buddhism.

Apply this rule to other activities: mountain climbing, gatherings, drinking together, racing, cycling on Route 318, attending a Faye Wong concert, or participating in a particularly fun event. These all fall under the cultivation of a sacred trace.

If an event includes something that brings people closer or allows them to share a memory, that is excellent.

This sacred trace ultimately fosters a sense of belonging, which leads to the event being mentioned repeatedly later. Then the event is very successful.

Source: Everyone is a Product Manager

Author: Tan Piaopiao